Five Paid-Search Best-Practices

Most companies should be using paid search as a mandatory component of their marketing. And with search engine marketing spending expected to reach $25 billion by 2012, according to Forrester Research, it is obvious that a good share of marketers understand its potential.

However, if a company is just beginning to consider paid search, or is not taking full advantage of paid search's benefits, understanding best-practices is essential to success.

Search is one of the most targeted forms of marketing, since the prospect is already looking for what the marketer is offering. To leverage that built-in personal connection, paid search campaigns should apply the following best-practices, whether executed by an agency or managed in-house.

1. Set the strategy

Like most types of marketing, search campaigns without a marketing strategy are doomed to fail. Consider the following components of paid-search strategy:

• Goals and objectives: Set goals in advance and don't lose sight of them as the campaign continues.
• Target audience: Whether looking for new customers or trying to re-engage with old ones, research and plan keywords and ads around the needs and interests of target customers.
• Offer: Most campaigns require a relevant offer. Consider the available assets and determine what would be the most compelling offer. Consider sales events, whitepapers, research, e-newsletters, or timely events such as webinars or conferences. Coordinate offers with other campaigns—offline as well as online.
• Conversion: Plan conversion elements in advance. Registrations, purchases, goal pages, or email signups can be used as a way to measure success.
• Natural search: Consider natural-search results and make sure that these two marketing aspects are working together. View results side by side.
• Timing: Plan paid-search campaigns around other marketing campaigns, including lead-generation efforts in all channels.

2. Choose the keywords

Read the Full Article

Jeannette Kocsis is vice-president, digital marketing, for Harte-Hanks (www.harte-hanks.com), a worldwide direct and targeted marketing company. Contact her at 845-339-0022 or via jeannette_kocsis@harte-hanks.com.